Make the Competition Irrelevant


John Mehrmann





The Value Proposition

For each option that you present to the potential customer, provide a value proposition.

Your value proposition should be something that can be conveyed in three to five bullet points, three to five sentences, or spoken in thirty seconds or less. You should be precise and succinct. Present the value proposition from the customer point of view. For example, rather than say "we ship in three to five days", you could say "the product will typically arrive at your door in three to five days". Rather than say "we have the fastest process", you could say "our process is fast, so you get results faster".

A value proposition typically contains the essential elements of Feature, Advantage, Benefit, Image and Offer. This is a reference to a specific important feature of your offer, the advantage as compared to the competition, and the benefit to the customer. The Image refers to a photograph or diagram. The Image is an important element of your value proposition, as people will generally remember an image more readily than words. Images convey feeling, and typically depict a lifestyle example of the customer enjoying the benefits of the feature's advantage. The Offer is a call to action. Give your customer an offer to buy, and let them know specifically how to conduct the purchase. Examples of the order call to action are "buy now", "limited time discount" or a number to call to place the order by phone.




An example of the value proposition with the essential elements is "Call now to order the self-cleaning home brew coffee maker and start enjoying fresh, hot coffee with the extra convenience of no fuss, no muss and no clean-up. Order on-line to receive your free sample of assorted coffees, available while supplies last." All we need to complete this enticing offer is an image of hands gently caressing an aromatic steaming cup of coffee, cradled over a saucer.




Words of Wisdom

"Customer, like a mussel, hides inside his shell when a noisy ad attacks, but may open up to a soft friendly offer." ~ Valim Kotelnikov, Founder of e-Coach & Innompics

"If you don't sell, it's not the product that's wrong, it's you." ~ Estee Lauder

"People do not like to be sold but they do like to buy." ~ Dale Carnegie